There's plenty (even a majority?) of authors that publish and will continue to publish without any expectation of direct remuneration. Open source software developers and companies hiring such developers. Not-for-profit organisations increasing awareness of a cause. Private companies wanting to reach an audience for marketing reasons.[1] Government organisations. Researchers funded by government grants. Universities publishing books or coursework openly (they're in the business of selling their stamps on degrees, not selling books).
[1] Even includes the likes of Warner Music with CC-BY music videos on YouTube for some artists, seemingly for marketing reasons to try and build the name and following of a particular artist.